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Serious major gift marketing is not for populists. Planned gift marketing is.
I like populism because it gives regular people control over their government.
But populism has no place in major gift marketing.
To generate more major gifts, you cannot be a populist. You must engage the wealthy— those with the capacity to make a tremendous impact.
Alternatively, populism is the backbone of planned gift marketing.
Planned gifts can come from anyone. Thirty-three percent of your supporters would consider such a gift. Between sixty and eighty percent will keep it secret. Amazingly, we have found that for fifteen to thirty percent of planned givers, their legacy gift will be their first gift to your organization! (Based on research from Dr. Russell James III and the Center on Philanthropy at Indiana University)
But even though most planned gifts will come from ordinary people, the big bucks (ninety percent of your bequest dollars) will come from about twenty percent of the charitable bequests your organization receives.
How do you find them? Click here to find out!
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Feeling like your job is getting harder because donor expectations have changed and competition for the charitable dollar is growing?
Finding that the old orthodoxies and conventions espoused by so-called experts in online echo-chambers and at conferences don’t work anymore?
Want to help more people make impact by facilitating their acts of philanthropy but feel like too many obstacles keep getting in your way?
Then this book is for you.
Engagement Fundraising was developed from the perspective of a donor who discovered firsthand that the impersonal, spray-and-pray approaches of his beloved charity were not only offensive but also wasteful and ineffective. So he took action. And now, you can too.
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